Written by Staff

Wednesday, 26 March 2008

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industry updatesjoya de nicaragus

Esteli, Nicaragua – Joya de Nicaragua S.A. (JdN), the makers of the venerable JOYA DE NICARAGUA® brand of premium handmade cigars, announced today that Drew Estate will replace SAG Imports as their new distributor for all the cigars it manufactures for import and sale within the United States.

On January 25, 2008, Joya de Nicaragua S.A. notified SAG Imports of their decision to change their US distributor. Dr. Alejandro Martinez Cuenca, owner and CEO of JdN, emphatically expresses, “For seven years we have been working with SAG as our distributor in the US, and I must say it clearly and loudly: it has been a gratifying experience having had the opportunity to work together with Sr. Manuel Quesada and his team; they are all wonderful people. However in order to increase our market share and strengthen our position in the US market, we felt it was imperative to introduce changes in our marketing and distribution strategies.” He continues adding, “JOYA DE NICARAGUA is an exemplary Nicaraguan puro which has earned a privileged place with experienced cigar smokers. The task before us now is to achieve a market presence which is consistent not only with its value, but more importantly, its soul.” Both JdN and SAG mutually agreed to terminate their business relationship cooperatively on April 25th, 2008 o facilitate a smooth transition.

Multiple companies were considered by JdN to be SAG Imports successor including the option of forming its own US based sales and distribution operation before arriving at the decision to designate Drew Estate as its new US distributor. “Drew Estate's commitment to adopt my vision of JOYA DE NICARAGUA and its goals was the key factor in my decision,” states Dr. Martinez Cuenca, “The fact that they have their own in-house sales force and marketing department were important ingredients also. Plus the most obvious factor is the success they are having in increasing their own market share within the highly competitive US market. We feel an alliance between our two companies will be a win-win situation for all including cigar stores and consumers nationwide.”

Drew Estate is best known as the innovative cigar manufacturer and importer of premium infused brands such as ACID®, Natural® and Java by Drew Estate®. The company is often regarded as one of the most successful in its marketing and sales initiatives which is reflected by its reported 25% growth during 2007. Steve Saka, president of Drew Estate commented, “We are deeply honored to have been chosen to represent JOYA DE NICARAGUA and other JdN made brands in the US and look very much forward to working with Dr. Martinez Cuenca. JdN is a brand with tremendous historic significance in our industry and the cigars themselves are exceptional in quality and flavor, one of my own personal favorites. Our job is simple: get them in the mouths of cigar smokers, because these cigars speak for themselves.”

As before, all aspects of the manufacture including blending, tobacco selection and fermenting and production will continued to be completed exclusively by JdN in their own Esteli, Nicaragua factory. JdN will retain and continue to service all their International and Duty Free accounts directly. Drew Estate will assume US distribution responsibilities on April 25, 2008. Until this date, all wholesale orders are to be placed with SAG Imports.

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JOYA DE NICARAGUA S.A., is a family owned, Nicaragua-based cigar factory that handcrafts traditional cigars for the premium luxury cigar market. First opened in 1968, it is Nicaragua’s eldest factory in operation and home to JOYA DE NICARAGUA S.A. March 25, 2008 JdN is regarded by many as the patriarch crafter of robust, unique puro blends of locally grown black tobaccos.

For more info, please visit

About Drew Estate, Inc.
Established in 1996, Drew Estate Inc. is a privately held manufacturer and distributor of innovative and classic premium handmade cigars for today’s cigar smoker. Regarded as the pioneer and leader in the infused cigar® market, Drew Estate handcrafts in its Esteli, Nicaragua factory ACID®, Natural®, Java by Drew Estate®, and other unique cigars along with its traditional Chateau Real®, La Vieja Habana® and Liga Privada® marks. For more information, please visit:

® JOYA DE NICARAGUA is a registered trademark of Joya de Nicaragua S.A. and/or affiliated companies. ®ACID, Natural, Java by Drew Estate, Chateau Real, La Vieja Habana and Liga Privada are registered trademarks of Drew Estate and/or affiliated companies.

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